A Study of Green Marketing Practices in Indian Companies

Conceptual Development

The concept of green marketing was introduced in the late 80s (Peattie & Crane, 2005) and since then, academic developments in the domain has resulted in integrating environmental concerns in all domains of business operations ranging from product design and sourcing to manufacturing, supply chain, reverse logistics and disposal (Zhu et al., 2010; Pujari et al., 2003; Pujari & Wright, 1996). At present, it has emerged as a business philosophy aimed to satisfy needs of environmentally-conscious consumers and to meet companies’ economic objectives with minimal environmental damage (Ko et al., 2013; Fraj-Andres et al., 2009). Since green marketing entails a fundamentally different way of looking at the world and marketing’s place in it, an expansion of the limits of marketing inquiry is required.